Small is beautiful when it comes to skiing

The powerful combination of passion, personalised service and expert local knowledge means small owner-managed operators can provide that extra something the big boys just can't match, argues ski journalist Lucy Crisp.

Helen Raemers has a twinkle in her eye as she raves about the ski resort of St Martin de Belleville and her enthusiasm is infectious. As the owner of the St Martin de Belleville-based chalet company the Alpine Club (thealpineclub.co.uk), Helen is passionate about resort's unspoilt Alpine vibe.

As she serves canapés in front of the fire, she gives me top insider tips about the best runs, bars and restaurants. I've only just arrived, but I'm already hooked. It's hard to beat the passion of a company owner who started a business because she found something she loved so much she wanted to share it with others.

This is the benefit of choosing a small owner-managed chalet holiday. Independents like The Alpine Club have usually set up their businesses in a particular resort because the owners fell in love with it themselves. They're also personally committed to making sure every part of your holiday runs smoothly because their business depends on the quality of your stay. This means they bring a passion and a charisma to their products which a wage slave just can't replicate.

Richard Rice of Ski Safari (skisafari.com) agrees it is passion that defines the owner-managed business. “Owner-managed businesses are all set up by people who love what they do and are passionate about ensuring their clients are happy.”

Larger operators may have the benefits of economies of scale to offer lower prices but while gap year students and first jobbers often do an enthusiastic job of repping and running the chalet, they can't compete with qualified chefs and the high level of expert local knowledge.

The key difference between the big boys and the independents is one of quality. Small operators shine because they know their product so well they can make sure you get a holiday that's exactly right for your needs. Skiing is a complex purchasing decision and there are higher levels of information required from piste standard to ski school and après ski needs than other holidays. This suits the specialist travel agent who can help you choose a holiday tailored to your needs.

James Siegle of Independent Mountain (independentmountain.com) agrees. “As an independently-operated company, we have many advantages against the large tour operators. We live in the resorts and have first hand knowledge of everything on offer in our properties and the ski area itself.

“This information is invaluable when arranging your holiday as it gives you an inside view into mountain life that a major tour operator could never provide. Independent companies pride themselves on good honest and reliable advice that enables customers to tailor-make their holiday.”

Ian Bradley, from AITO, agrees. “Large scale tour operators may be able to offer lower prices in some cases, but this is often because they use suppliers of lesser quality and have a lower ratio of staff to clients. With an independent tour operator, customers can expect a specialised, intimate service and will benefit from the personal knowledge of its staff.

“From the initial stages of booking until take-off, customers will not be passed from one call-centre operator to another as can happen with the larger tour operators. This means it is easy to access specific bookings and makes the entire process of arranging a holiday more pleasurable and efficient.”

It is this personal touch that is the hallmark of a good independent and is one of the reasons why independent operators have so much repeat business.

“As chalet-owner operators,” explains Helen, “we always personally look after every guest enquiry and booking. We personally make all the holiday arrangements and then are on hand during their holiday to make sure everything is the way it should be. It is this attention to detail and passion for our business that makes the real difference to our guests.

“We find our customers really value the fact we're a small business because you know you will get the high quality service you expect because you're dealing with the company owner and not a call centre.”

This also makes for much better communication. Making the booking with a company owner who is in resort delivering the service means that important details and requests are not forgotten. Small operators are also more dynamic and open to feedback.

Being present in the resort also ensures that standards don't slip which helps to ensure you get service and quality you were promised. It also means that the company owners are on hand if anything goes wrong. This means that problems can be resolved quickly and efficiently as you don't have to wait for clearance from head office.

“We've been on holiday with The Alpine Club for the last four years,' says skier Nicki Crayfourd, 'and every time they deliver the quality of service, genuine hospitality and absolutely fabulous food that other companies claim to offer, but definitely don't manage to deliver consistently. Helen also arranges all the little things that make the difference between a good holiday and a great holiday and I know that she is always on hand during the holiday just in case.”

It also makes for a better atmosphere for the staff in the resort. Employees of small operations usually take the reputation and quality of the brand more seriously because they feel a much greater ownership over the success of the business. It can also be easier with smaller team for the company owners to find people who share their passion and vision for the business.

Large operators do benefit from having a large support infrastructure and this can come into its own in an emergency situation or a crisis situation such as an airline going bust but the size of the organisations can make their products bland and uniform.

“Smaller operators can work in much smaller niches.” says Alex Bainbridge of TourCMS. “Small operators can be great but the quality can vary.” The key is to do your research and to try to get a personal recommendation where possible. The quality of the website and professionalism of the company owner are often good indications of the calibre of an independent operator. Other reassurances include AITO (Association of Independent Tour Operators) membership.

Another benefit of using smaller operators is that they are more likely to use local services and partners and to spend money in resort, helping to support the local economy. Money spent with large brands rarely filters through to the local economy as a large proportion of stays in the company coffers. In addition, other activities and services booked through the agency tend to favour big companies who can deal with large volumes of tourists. This helps to create an 'us' and 'them' atmosphere as locals feel resentful and disconnected to the tourists visiting their home.

In an era of globalisation, mega brands and identikit resorts, the chances are if you look back on your best holidays, the type of things you will remember are an amazing meal on the mountain or the fresh power you had all to yourself as a result of an insider tip. This is why I'm convinced the best ski holidays come in small packages. The passion of an owner operator can help you to slide under the skin of your destination to have one-off experiences that don't come by the plane load.

Where to find out more:

The Alpine Club: thealpineclub.co.uk
AITO: aito.co.uk
Independent Mountain: independentmountain.com
Ski Safari: skisafari.com
Tour CMS: tourcms.com